This
special issue on Assam & the North East Indian States is a presentation
of the media scene in the North East. Media is largely dictated
by the land, its people and most importantly the economic scene.
Hence these find their rightful place in this issue.
This issue is sponsored by Assam's most read
daily 'Asomiya Pratidin'
History
The entire region was called Assam till as recently as 1963. Assam
has a rich history of civilization dating back to 2000 BC. Till
1825, the entire region was ruled by Ahom kings.
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In 1826, the British annexed it and made it a part of the Bengal province.
In 1919, Assam province was established. And between 1963 and 1987,
Assam was carved into 7 States of Assam, Nagaland, Meghalaya, Tripura,
Manipur, Mizoram & Arunachal Pradesh.
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Awesome
Assam
Travelling along the mighty Brahmaputra (the majestic river which
originates in Tibet) to Kaziranga, Jorhat, Digboi and further, the
sight is simply awesome. The North East States comprise of rivers,
mountains, hills, forests & valleys - lined with a rich variety
of flora, fauna & wildlife.
The
region is also blessed with rich mineral deposits, oil & natural
gas with fertile soil and bountiful rains. And the literacy rate
is impressive. Despite this, economic progress has been poor in
this region. The large distance from the Indian capital has led
to a feeling of alienation, which has been 'fanned' by vested interests
for personal gains.
Small wonder then, that the media
scene in this region has remained static for the past 5 decades!
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Winds
of Change
Recently this region has seen some positive signs. After many decades,
the Indian Govt. has recently 'diverted' international flights via
Guwahati airport. This is expected to boost the tourism industry
by bringing in international tourists, especially from South East
Asia. This will in turn, increase opportunities for business &
employment. Also, the recent market depression in the state of Gujarat
has proved to be a boom for the North East as marketers have focussed
on this region, resulting in heightened media activity. Times of
India group are reportedly setting up a printing facility in Guwahati.
If the Govt. implements infrastructure projects like telecommunication
& roadways, the sun would shine brighter on this here-to-fore
neglected region.
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Assam
at a glance
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N E
S A
 The
7 States of North East India are referred to as the '7
sisters' or NESA. In
India, the sun first smiles on the 7 sisters.
Demography
In this scenic mountain terrain, less than 25% of the adult
population (about 4.6 million) live in urban areas
58% of the adult population qualifies
as teenagers or young adults (between 15 and 35 years of age)
42% of the urban population falls into SEC A/B
Media Habits
In urban NESA, 88% of the population regularly watch TV, while
54% is routinely exposed to Print media. Satellite TV
delivers just 34% while Radio & Cinema achieve modest exposure
levels of 35% and 13% respectively.
5% of the population of the NESA market
read an English newspaper. This figure is 17% in urban Assam.
Consumer Market
NESA has proven to be a "sunrise" market in recent
times for established brands
like Parle Biscuits, Ujala, Livosin, Ponds, Vasmol & Indane.
Cosmetic companies like Lakme have discovered the potential
of NESA.
Tea
30,000
varieties of tea are grown in NESA. |
Info
complied
by
Target Media
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•
The
name "Assam" is derived from the term "Asom" which,
in Sanskrit, refers to unequal or unrivalled. The uneven topography
of the land, full of hills, plains and rivers might, therefore, have
contributed to her name.
• The North East States are separated by Bangladesh from mainstream
India. The state is bounded in the north by Arunachal Pradesh and
Bhutan; in the east by Nagaland, Manipur, and
Burma; in the south by Bangladesh, Tripura, Mizoram, and Bangladesh;
and in the west by West Bengal.
• The region has a population which is a broad racial intermixture
of Mongolian, Indo-Burmese, Indo-Iranian, and Aryan origin.
• About two-thirds of the population are Hindus, and about a
quarter are Muslim. The Muslims are mostly recent settlers from Bangladesh
or converts belonging to the lower strata of Hindu society.
• The region is one of the leading Tea producing areas as well
as represents the country's major source of petroleum (crude) products
and natural gas. It produces 55% of the tea produced in the country.
Petroleum products are the other major contribution of the state.
• Rongali or Bohag Bihu is the main festival of Assam. The Bohag
Bihu, celebrated in the spring (usually mid-April) to mark the commencement
of the New Year
• Language publications dominate readership in this region, rather
in the eastern region. People at most read an English paper on Sunday.
For the business population that consists of Marwaris, and Punjabis,Hindi
publications are popular.
• The topography in the semi-urban and rural areas makes it difficult
for cable operators to set up infrastructure. Individual antennas
on rooves are testimony to the popularity of Doordarshan in the region.
Cable and Satellite TV are available in cities. |
| ACKNOWLEDGEMENTS
We would like to acknowledge the invaluable insights provided by the
following persons Mr. Subhojit Mitra, Mr. Prakash, Mr. Sunil, Mr.
Santosh, Mr. Sanjay & Mr. C H Vishwanath. |
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